Public tendering
Consultancy for public tenders involving advertising agencies, media agencies, digital agencies and communications service providers
Having supported over 70 public tenders and procurement procedures over the past nine years, FRANCIS DRAKE Pitch Consultancy is, according to the GWA (General Association of Communications Agencies), the leading pitch consultancy in the public sector.
We support public sector clients with the technical design, preparation and execution of tendering procedures for marketing, communications and agency services.
Our focus lies at the intersection of public procurement law requirements and marketing and communications expertise: in the selection of the agency that is best suited in both technical and commercial terms.
FRANCIS DRAKE Pitch Consultancy does not provide legal advice. We are responsible for the communications-related aspects of the procurement process and, where necessary, collaborate with specialist procurement law experts on matters relating to public procurement law.
Which public tenders and procurement processes does FRANCIS DRAKE Pitch Consultancy support?
We advise public contracting authorities on the tendering and selection of agencies and communications service providers, including those in the following disciplines:
- Advertising and creative agencies
- Content agencies
- Digital agencies
- Social media agencies
- Performance marketing agencies
- Media agencies
- PR and communications agencies
- Design and branding agencies
- Other specialised marketing and communications service providers
Why do public sector clients need specialist communications advice for agency tenders?
When putting marketing and communications services out to tender, public sector clients must comply with formal and public procurement law requirements. They must always bear in mind the fundamental question: Are enough agencies taking part? And, above all, are the right (most suitable) agencies taking part?
It is therefore crucial to precisely define the technical requirements for the future agency, to understand the relevant agency market, to establish suitable eligibility and award criteria, and to evaluate quality and price in a transparent manner.
Particularly in the case of marketing and communications services, standardised service specifications and price comparisons can only capture qualitative differences between agencies to a limited extent.
FRANCIS DRAKE Pitch Consultancy therefore combines the requirements of a structured public procurement process with in-depth specialist knowledge of agencies, marketing and communication.
How does FRANCIS DRAKE Pitch Consultancy support public procurement processes?
We support the entire process, from the needs analysis right through to the award of the contract to the future agency.
1. Preparation and design of the tendering process
Together with the client, we define the communication-related requirements and establish the technical basis for the process. Our services include, amongst other things:
- Kick-off and requirements analysis
- Communication consultancy regarding the scope of work
- Support with estimating the contract value
- Development of the appropriate agency model
- Definition of the required agency competencies
- Structuring of services and, where applicable, lots
- Drawing up a project and process plan
- Market research and identification of relevant agencies
2. Terms of Reference for Marketing and Communication Services
Precise terms of reference are a key prerequisite for a successful tendering process. We provide support in formulating the requirements for the future agency from a communications perspective.
In doing so, we ensure that the scope of work both reflects the client’s actual requirements and is understandable and transparent to qualified agencies.
The aim is to produce a call for tenders that appeals to suitable agencies and provides a sound basis for their bids.
3. Pre-qualification and selection of suitable agencies
In negotiated procedures preceded by a pre-qualification stage, we assist with the professional selection of suitable candidates. This includes:
- Definition of appropriate eligibility criteria
- Requirements for reference projects and core teams
- Development of evaluation and decision-making matrices
- Providing expert answers to applicants’ questions
- Support during information sessions
- Evaluation of applications
- Compilation of a shortlist of qualified candidates
4. Tender Process and Agency Briefing
During the tender process, we support the client in developing a robust basis for comparing agency tenders. This includes, amongst other things:
- Drafting and optimising the agency briefing
- Developing suitable terms of reference
- Defining the award criteria
- Weighing up quality and price
- Developing an evaluation matrix
- Developing and reviewing price sheets from a communications perspective
- Providing expert answers to tenderers’ queries
- Evaluating and benchmarking the tenders
- Supporting clarification meetings
How can agency quality and price be assessed objectively?
When it comes to marketing and communications services, price is not the only deciding factor.
Strategic quality, creativity, consultancy, industry knowledge, team quality, processes, digital expertise and collaboration can be just as crucial to future success.
We therefore develop evaluation models that enable public contracting authorities to combine qualitative and economic criteria in a structured manner. These include, amongst others:
- qualitative award criteria
- price evaluation
- weighting models
- evaluation matrices
- evaluation frameworks for presentations and negotiations
How can competitive presentations and negotiation meetings be conducted as efficiently as possible?
Where presentations or negotiation meetings form part of the procurement process, we provide support with their communication-focused design and execution. This includes:
- Development of a structured schedule
- Definition of comparable presentation requirements
- Development of the evaluation framework
- Preparation of the decision-makers, stakeholders and committees involved
- Participation in presentations and negotiation meetings
- Support with the conduct of negotiations
- Technical evaluation of agency services
- Support with the final decision-making process
How do I choose the appropriate agency fee, and how can I compare agency prices with the market benchmark?
The remuneration for agency services differs significantly from that of many other procurement services.
Hourly and daily rates, flat fees, retainers, project prices, production costs, external costs, media fees and other remuneration components must be assessed within their respective contexts.
FRANCIS DRAKE Pitch Consultancy supports public sector clients in developing a suitable remuneration model and in benchmarking the prices and terms offered.
What does a good agency contract look like, and what are its key elements?
Once an agency has been selected, we provide support with all communication-related requirements for a modern agency contract.
In doing so, we focus in particular on the practical collaboration between the client and the agency.
Legal contract review and legal advice are provided by the client’s relevant legal team or procurement department, or by specialist legal advisers. Our network partner is the law firm ESCH BAHNER LISCH in Cologne (for further information, see Partner Network).
Why choose FRANCIS DRAKE Pitch Consultancy for public agency tenders?
FRANCIS DRAKE Pitch Consulting specialises in the selection and management of marketing, communications and agency partners. Our experience includes:
- over 70 public tenders and procurement procedures supported over the past nine years
- over 200 successful agency selection processes
- more than 50 years of combined industry experience
- comprehensive knowledge of the German agency market
- a database of more than 6,000 agencies
- Experience across various marketing and communications disciplines
- Experience with complex procedures and a range of stakeholders and committees on the client side
Which public sector clients are our consultancy services suitable for?
Our consultancy is aimed at organisations that need to put marketing, communications or agency services out to public tender or wish to conduct a structured procurement process. These include, in particular:
- public enterprises
- bodies and institutions governed by public law
- health insurance funds and associations
- public institutions
- Federal, state and local government organisations
- Publicly funded institutions
- Other public contracting authorities
What distinguishes an agency tender from other public procurement processes?
Marketing and communication services are highly quality-driven.
When selecting an agency, therefore, factors such as strategy, creativity, the quality of consultancy, the team, processes, professional expertise and collaboration must be assessed alongside price and formal criteria.
This is precisely where our specialisation lies.
We translate marketing and communication requirements into a structured selection process, thereby creating a robust basis for the public contracting authority’s decision.
Does FRANCIS DRAKE Pitch Consultancy also support Europe-wide tenders?
Yes. We also support public contracting authorities in Europe-wide procurement procedures for marketing and communication services.
Our role lies in providing specialist communication advice and support.
The review of public procurement law and legal responsibility remain with the relevant authorities or the appointed public procurement law experts.
Does FRANCIS DRAKE Pitch Consultancy offer advice on public procurement law?
No.
FRANCIS DRAKE Pitch Consultancy does not provide legal services within the meaning of Section 2(1) of the Legal Services Act.
We advise on the communication-related design and implementation of tenders and agency selection processes.
Where individual services require public procurement law reviews or legal assessments, these are not provided by FRANCIS DRAKE Pitch Consultancy.
Where necessary, we can call upon specialised partners with whom we have a proven track record of collaboration to provide advice on public procurement law (see the law firm ESCH BAHNER LISCH in Cologne; for further information, see Partner Network).
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Do you need advice on your next public sector agency tender?
Are you planning to put out a tender for an advertising agency, media agency, digital agency or another marketing and communications service provider?
We support you every step of the way – from needs analysis and service specifications, through the pre-qualification process, tender evaluation and presentations, right through to the selection of the right agency partner.
To give you a taste of what we do, you’ll find a selection of our References.
